Advertising Appeals
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Advertising Appeals
How those high-priced ad agencies mess with your mind.
Advertising cannot create a need for a product or service, because as humans we have the basic needs of food, clothing and
shelter. There are some other things that make life a whole lot nicer, though, and advertising can create a desire for certain products
and services through the appeals they use to persuade you to part with your money.
* Transfer or Masculine/Feminine Appeal. The key to the ad is atmosphere. It creates an impression of a “perfect person”. You
see the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to yourself. Examples: Nike–makes
you more athletic; Cover Girl–makes you more beautiful.
*Desire for Possessions. The ad makes people want to buy or choose a particular product over another. Brand recognition/
preference, as in Rolex over Timex, Levis over Roebucks.
*Luxury and Elegance/Snob Appeal. Creates a feeling of envy or desire for this “fine” product. Grey Poupon. Pollaners All Fruit.
*Search for Adventure. Ad gives the impression that buying the product will change your life, fill it with action and adventure. The
ad tries to unsettle the viewer. 4-Wheel Drive vehicles.
* Too Fat/Too Thin/Less than Perfect. Ad tries to get consumers to change by making them dissatisfied with how they look. (Do
you have wrinkles? Are you 10 pounds overweight?)
*Loving Couples/Romance. Ad reveals an attraction between the sexes. Extension of masculine/feminine. Buy this product and
youll have the opposite sex swarming all over you. Fragrances, automobiles, cosmetics, and even products you would never
associate with sex appeal, such as flour.

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High-Priced Ad Agencies And Whole Lot. (April 5, 2021). Retrieved from